 | This article needs additional citations for verification. (April 2023) |
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| Product type | Hair care |
|---|---|
| Owner |  Procter & Gamble |
| Produced by | Richardson Vicks (1985) Procter & Gamble (1985–present) |
| Country |  Switzerland (1945–1985) (original) United States (1985–present) |
| Introduced | 1945, Switzerland (original) 1985, United States |
| Discontinued | 1985, Switzerland (original) |
| Markets | Worldwide |
| Previous owners | Hoffmann-La Roche (1945–1985) (original) Richardson Vicks (1985) |
| Ambassador(s) | Maudy Ayunda, Priyanka Chopra and Selena Gomez (Worldwide) |
| Tagline | Strong Is Beautiful (English) Měi zìqiáng rèn (Chinese) Kuat Itu Cantik (Malay Indonesian) |
Pantene (/ˌpænˈtiːn, -ˈtɛn/)[1] is an American brand of hair care products now owned by Procter & Gamble. The product line originated in Europe in 1945 by Hoffmann-La Roche of Switzerland, which based the name on panthenol. It started to be introduced in the United States and around the world in 1985 when it was purchased by Richardson Vicks (Vicks) of the United States. That company was taken over in the same year by the American company Procter & Gamble (P&G) in order for P&G to compete in the "beauty product" market rather than only functional products.[2]
The brand's best-known product became the 2-in-1 shampoo and conditioning formula, Pantene Pro-V (Pantene Pro-Vitamin). The product became most noted due to an advertising campaign in the 1989 in which fashion models said, "Don't hate me because I'm beautiful."[3][4] Kelly Le Brock and Iman gained notoriety as the first television spokeswomen to speak the line.[5] The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior.[6][7]
- ^ Wells, John (27 August 2008). "Pantene". John Wells's phonetic blog.
- ^ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 277.
- ^ Forbes, Volume 139, Issues 5-9, 1987, p136
- ^ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 274.
- ^ DiNato, Jill (25 July 2010). "Don't Hate Me Because I'm Beautiful". The Huffington Post.
- ^ Rakow, Lana (Winter 1992). "Don't hate me because I'm beautiful: Feminist resistance to advertising's irresistible meanings". Southern Communication Journal. 57 (2): 133–142. doi:10.1080/10417949209372859.
- ^ Schutzman, Mady (April 1995). The Real Thing: Performance, Hysteria, and Advertising. Wesleyan. p. 165. ISBN 978-0-8195-6370-5.